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Quantitative Assessment of U.S. Wheat Performance for Quality Characteristics
Author(s) -
Pick Daniel,
Webb Alan,
Dusch Erin,
Gudmunds Karl
Publication year - 1994
Publication title -
canadian journal of agricultural economics/revue canadienne d'agroeconomie
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.505
H-Index - 37
eISSN - 1744-7976
pISSN - 0008-3976
DOI - 10.1111/j.1744-7976.1994.tb00024.x
Subject(s) - explication , index (typography) , quality (philosophy) , perception , economics , empirical evidence , marketing , business , psychology , computer science , philosophy , epistemology , neuroscience , world wide web
Quality of U. S. grain exports has been a contentious issue over the past decade. Nowhere is the issue more hotly debated than for wheat. At the core of the debate has been the ability of Canada to command a premium for its wheat in foreign markets. Buyers' perceptions of quality have been suggested as an explanation, but empirical evidence on the quality attributes responsible for this country‐of‐origin premium has been limited to hedonic pricing studies. This paper quantifies purchasers' perceptions of the relative importance of quality characteristics for the world's major importing countries. This is done by calculating three indices. The attainment index measures how well buyers' perceptions of the importance of the characteristic matches buyers' perceptions of how well it is being supplied. The supply index measures buyers' perceptions on how well a characteristic is being supplied. The demand index measures how important the buyers perceive a particular characteristic to be. Then buyers' perceptions of the performance of U.S. and Canadian wheats are evaluated, given the perceived importance of each characteristic, and related to previous empirical results. Finally, these results are compared for alternative groupings of importing countries.